What should the page for a second service say that the page for the first one does not? A roofing contractor who also installs gutters and repairs chimneys has to answer that question for every page on the site, and a language model will answer it the same way each time unless it is given different material to work from. The model can produce the sentences in seconds. The facts that separate one service page from another have to come from the business.
A Fact Sheet for Each Service
Before opening any tool, each service needs its own short fact sheet, written by someone who performs the work or sells it. Useful entries include the typical price range, how long the job takes, what the customer has to do beforehand, and what the service does not include. The questions people ask on the phone belong on the sheet as well, in the words the callers use. The easiest source for these entries is the company’s own records. Quotes sent in the last year show the real price spread, and the sent folder shows which questions come up often enough to need an answer on the page.
A sheet like this is short, and it is also the only material a competitor’s generated page cannot copy. Nobody outside the business knows that gutter jobs are booked 2 weeks out every October, or that chimney repairs wait for a forecast of 3 dry days in a row. Details at that level are what make a service page useful to someone deciding if the call is worth making.
Prompts Built From the Sheet
A company with several services should generate each service page in a separate request, with that service’s fact sheet pasted in full. The prompt should name the intended reader and tell the model to use no figures or guarantees beyond those on the sheet. A single request for pages covering all the services at once tends to return pages that share a structure, share their opening lines, and differ mainly in the service name.
Readers compare services more easily when the pages follow the same order, for example, a description of the work, the steps involved, pricing guidance and common questions. The wording inside each of those sections should still come from that service’s own facts. A model repeats itself most when its inputs are thin, so a fact sheet with 10 entries produces a better page than one with 3.
Tone is the one element that should be identical across the set. Anyone setting out to build a website with AI for one company should add a note to every prompt describing how the business talks to customers, with a few sentences copied from real emails. That note keeps the pages sounding like they came from the same office. Without that note, each request drifts toward the model’s default style, which is polite and generic.
Search Engine Treatment of Generated Text
Google’s February 2023 guidance on generated text said the company rewards “high-quality content, however it is produced.” In March 2024, Google replaced its older policy on automatically generated content with a policy on scaled content abuse, which covers producing many pages mainly to manipulate rankings, by a person or by a program. Google said the March 2024 core update that introduced it was expected to reduce low-quality, unoriginal results by about 40%.
Three service pages with the same paragraphs and different nouns resemble that pattern to a ranking system. They also look repetitive to a customer who opens two of them in adjacent tabs. Each page should contain several facts that appear nowhere else on the site.
Location Page Limits
Businesses that serve several towns often multiply the problem by generating a page for each service in each town. A company with 5 services and 8 towns ends up with 40 pages, and a model can fill all of them in an afternoon. Google’s spam policies describe doorway pages as pages aimed at specific cities or regions that funnel users to one destination, and a set of pages where only the town name changes fits that description closely.
A location page is justified when it contains facts specific to that town, such as a permit rule, the crew that covers the area, the typical age of the housing stock, or a completed job with photographs. Without facts like those, a single service-area page that lists every town is less likely to be treated as a doorway. That page can still name each town, which tells search engines and customers where the crew works without inventing a separate page for every one.
Accuracy and Liability
Language models make things up when the facts they need are missing, so generated service copy tends to fill gaps with plausible details. A model asked for a gutter page may add a lifetime warranty, a licensing claim or a same-day guarantee that the business has never offered. Each of those sentences is a promise made in the company’s name, and a customer can hold the company to it.
A tribunal in British Columbia ruled on a closely related case in February 2024. Air Canada’s website chatbot told a passenger he could claim a bereavement fare after travel, which contradicted the airline’s own policy. The Civil Resolution Tribunal held that the airline was responsible for all the information on its website, from a static page or from a chatbot, and ordered it to pay the passenger about CA$812. A generated service page is published text, and the business answers for it in the same way.
A person who knows the service should compare each page against its fact sheet, line by line, and delete any claim that does not appear there, including numbers the model rounded or invented.
Testimonials and Reviews
Some tools offer to write sample testimonials to fill out a page. Publishing them now carries legal risk in the United States. The Federal Trade Commission finalized a rule in August 2024 that bans fake reviews and testimonials, including ones generated by AI. The rule took effect on October 21, 2024, and violations can bring civil penalties of up to $51,744 each.
Real reviews can still supply material for a service page. A customer quote about a specific gutter job, used with permission and attributed by first name and town, gives the model something true to build around. It also tells a reader more about the work than any amount of generated praise.
Three Pages for One Roofer
Back to the roofing contractor. The roofing page now states which materials the crew installs and how long a typical single-family house takes. The gutter page explains the October booking queue, and the chimney page says why repairs wait for 3 dry days. The model wrote most of the sentences on all 3 pages, while the fact sheets supplied the reasons each page exists. A visitor who opens all 3 now finds 3 different answers to the question the owner started with.
